Communicating with customers and potential clients isn’t always easy. People just want to get their message out. But in reality, how do you really know if your message is being heard?
Sending messages is better than not communicating at all, but if you are serious about tapping into the power of good email marketing, these tips will help you supercharge your progress.
1. List Segmentation
Businesses who really want to customize their solutions to potential customers use segmentation / segmented lists for email blasts. If you have kids, you have experienced segmentation already – half cheese pizza, half everything else? Or how about – mom & dad have a glass of wine and the kids get soda? In both examples, the people are getting food and beverage except it’s adjusted to their unique preference or requirements.
Here are a few more business segmentation examples:
- Member vs. non-member for association marketing
- People who prefer to receive newsletters 1x monthly vs. weekly
- E-commerce customers who are first-time buyers vs. repeat
- People who live in Florida vs. the rest of the country
Advice: Start thinking about the type of information you need from your customers and then develop your segmentation from this.
If you are writing regularly on your blog, people need to know when there is a new post to read. If you don’t post it on social media, for example, how would a person know to re-visit your site to read it?
Each time you post a blog, you can send it to your email subscribers without even thinking about it. By creating an RSS-to-email campaign, you can set the email to blast automatically on a certain date and time after a new post publishes.
Advice: Setting this up can keep you on track with writing regular posts. You will know that if you don’t write a new post, your email campaign won’t go out to your subscribers!
Create a company-branded template based on your goal. Are you trying to sell products, share some news, or tell a story? By creating templates for different messages, you can keep your style and messaging consistent.
Templates also streamline the process of creating each email blast. You won’t have to muddle over making things pretty; instead, you can focus on your messaging and get it done!
On Wednesday, April 5, 2017 I will be giving a 30-minute tech talk from 12:15-12:45PM on email marketing. You can attend for free. The place is INIE headquarters downtown. This is part of Women Wednesdays. You can co-work free between 10AM-3PM as well.
How do you process credit cards online? The standard that many business owners use is PayPal. You can use PayPal Payments Standard with no monthly fee, you can accept credit and debit cards without someone needing a PayPal account, and they even offer a card swiper for mobile payments. PayPal also allows you to avoid the pain and headache of after the rules of PCI Compliance (you don’t want to piss these people off). It all sounds like a no-brainer for a cash conscious business, right?
Right – unless you are an insider. Read on to learn what web developers recommend and prefer.
Process Credit Cards Online Like a Pro with Stripe
If you haven’t heard of Stripe – it is a payment processor that works like a dream. The reporting is clear, it connects to all areas of your business you may need, and the pricing is outstanding. It also handles PCI Compliance for you. The only real “extra” that you need is an SSL certificate on your website. This certificate turns your website from http:// into https:// – it creates a secure connection and is becoming the web standard.
If you are using a good web hosting company, you can even install a ‘Let’s Encrypt’ SSL certificate for free. This should be a 1-click installation, not a cumbersome process to start.
How much does it cost to set up? $0
How much do I pay monthly? $0
What is the charge per transaction? 2.9% + 30 cents whether the card is a VISA, MasterCard, American Express, Discover, and more
If your business offers a subscription it includes recurring billing, right out of the box. You can also use Apple or Android Pay, and Amex Express Checkout.
Nonprofits? Yes, and if you have 501c(3) status there are discount pricing options.
I have implemented Stripe on multiple websites, and I use it myself to process invoice payments. If you would like to learn more about this please reach out.
In honor of Valentine’s Day, I’m giving you the gift of getting to know Zapier for a year-round love fest. In order to fully love someone, you must at least pronounce their name correctly. Zapier rhymes with happier. Isn’t that great?
What is Zapier?
Here are some of the amazing things this tool can do, straight from their own website:
- Wave goodbye to busy work
- Take care of tedious tasks
- Do-it-yourself automation
- Connect the apps you use everyday
- Easy automation for busy people
They have an obscene (over 750) number of apps that you can connect to end busy work.
Real World Example
Here is how I implemented the use of Zapier for a statewide trade association just in the last two weeks. The database of records for this association is now housed in Airtable. If you are using Excel as a database, which is not the purpose for Excel, you NEED to check out Airtable.
We also have a MailChimp account for sending weekly newsletters, reminders, and other communication to the membership. Then, inside our WordPress website our Gravity Forms power membership applications, the contact form, event RSVP, and more. Because we use the developer version, we can also connect Stripe as our payment processor and use Zapier as an add-on to any form we create.
Membership Submission to Airtable
When a new member submits an application, each piece of their data is automatically entered as a new row in the Airtable database. Why should their staff spend time retyping all of that information when Zapier can do it for them?
New Email Address to MailChimp list
If we enter a new contact into Airtable who wants to receive our information, Zapier automatically sends the details straight into our MailChimp list; and in the particular group we want.
Is The Above Example Too Good to be True?
Here is the breakdown of cost so you can decide for yourself:
- Airtable: $0/mo.
There are 1200 records or less in the base (think spreadsheet).
- MailChimp: $0/mo.
There are 2500 records or less in our list.
- Zapier: $0/mo.
The “Zaps” I implemented have only two-steps per zap.
- Gravity Forms Developer License: $199/one-time first year (I purchased mine with a discount code for $139.30), yearly renewal is only $99.50.
Since the developer license of Gravity Forms includes so much, you’re getting way more for your investment than just the ability to use it for the examples above. Do you need a “developer” to buy it? No. That type of license simply means that it includes all the tools that are possible for the investment.
For my friend Lissie:
When you receive an email to your Gmail, you can add a label to it and Zapier will automatically create a note in your OneNote. 🙂
I hope you’re feeling the love and can see the possibilities for a beautiful partnership with Zapier. If you want some ideas for what is possible I would recommend visiting their explore page. You can type in any app you use to gather tons of ideas.
There is a typical scenario that happens out in the world for new business owners. You launch a business and you’re trying to get online as quickly as possible. A friend knows a friend, you hand them a few hundred dollars, and voila – you’re online! Somehow they registered your domain, purchased hosting and then built the website.
If this describes your situation I am not here to shame you. There is nothing wrong with what you did. However, there are some things you need to know. Let’s first start with the basics.
What Is a Domain?
A domain/domain name is your address on the internet. The Digital Capital Company’s is mydigitalcapital.com. In order to visit my company on the internet, you simply type this address in a website browser such as Chrome, Firefox, Safari, Internet Explorer, or Microsoft Edge.
Your domain is a major digital asset that you should own and maintain control of. One of the first things potential customers/clients do is search for your company online to learn more about it. Imagine what could happen if someone was able to take control of your online presence – loss of revenue, non-budgeted cost to rebuild, public relations disaster and more.
Key Considerations When Purchasing a Domain
A registrar is a company that offers domain registration services. In other words, whether the address you want is available or not. GoDaddy is a commonly known registrar. There are hundreds of registrars available such as Namecheap, eNom, Hover, and even Google Domains. There is no right or wrong answer in choosing a registrar, but all companies have their pros and cons.
No matter which registrar you select, they will ask you for three types of contacts: Registrant, Admin and Technical. The key contact type here is Registrant. The name listed as the Registrant is owner of the domain.
What if you hired someone to handle this for you?
In the scenario I first mentioned at the beginning of this post there are a couple of possibilities:
- The person you paid bought the domain with your money and listed THEIR name as the Registrant.
- The person you paid bought the domain with your money and listed YOUR name as the Registrant.
What if you don’t know where your domain is registered or who is the registrant?
When a company such as GoDaddy becomes a registrar they are required to receive an accreditation from ICANN. ICANN’s WHOIS Lookup allows anyone to search the database to find out the registered owner.
To use the WHOIS Lookup CLICK HERE. In the box where it says ‘Enter a domain’ type mydigitalcapital.com and then click on the blue ‘Lookup’ button. You’ll also need to navigate through their captcha spam test. As you can see below, my name and LLC are listed for the Registrant, Admin and Tech contacts.
Let’s pretend I’m not a web developer. In this scenario, I would keep my name as Registrant and Admin Contacts, but I would list my web developer’s name and information as the Tech Contact.
When you scroll down a bit further, you’ll see the registrar’s information. It clearly shows the registrar for my website address is GoDaddy.com, LLC.
What if you find the registrar in a search but you can’t see the registrant name?
This scenario occurs when someone purchases something called domain privacy. It hides your personal information from the public with the intention to avoid things like domain-related spam. This isn’t a bad thing, but it does make it more complicated to find if your web friend or you are the owner. When a domain has privacy it may look something like this:
Using GoDaddy as a Registrar
While GoDaddy isn’t my first choice for services such as hosting or email I do like their domain features. They allow you to easily own and control your domain, as well as allow access to extra people when necessary.
GoDaddy has a ‘Delegate Access’ feature which allows you to essentially say, “you are approved and I’m giving you access to manage my domain for as long as I decide.” This feature is fantastic when you need to give access to someone such as a web developer to manage the technical details of your website.
You don’t have to give out your own username and password, the delegate who is receiving permission to use your account uses THEIR username/password. This is a good security decision. If you decide to change to a different provider, you simply ‘Revoke Access’ and re-delegate access to the new person.
If you aren’t sure about the status of your domain you are not alone. Two out of every three clients I start working with have no idea about most of the details about their website. If you would like to graduate from feeling uninformed to empowered and in control, contact us today.